To best market your product, a positive experience for your customers is worth its weight in gold - but this is often subjective. However, the principles behind it are very similar and can be controlled well. In the following, we present the important ones.
Step 1: Personalization is the way to go
The crème de la crème of ecommerce marketing relies heavily on personalization and omnichannel tactics. A certain degree of personalization can often achieve sales increases of six to ten percent. And: Omnichannel personalization increases engagement even further, so that your customers are more likely to interact with your brand’s content.
As the way we spend and consume evolves, ecommerce marketing needs to focus on distance rather than quick sale.
Step 2: Rely on the experience
Take the time to research and get to know your customers to create an effective customer journey map. Only then will you be able to identify key points for relationship building, attract attention and create an experience together with your customers that creates benefit and value. Your customers should always be the focus. Your customers go through four stages within the customer journey: awareness, consideration, decision (buying) and post-purchase reflection.
Remember that today your customers can become aware of you via multiple channels (omnichannel): Be it via social media, search engines, reviews, blogs or ads - you have to make yourself and your brand visible and formulate your message clearly. So before you create awareness, you should be clear about it. In the phase in which your customers have discovered you and are considering buying a product from you, it is important to focus on brand awareness, quality, user-friendliness, design and good customer service - and thus to convince interested parties . These aspects as well as a certain authenticity are needed so that your customers are initially interested.
Did you manage to get your product bought? Make sure that you don't just let your customers go, but try to build a relationship within the customer journey - for example with an automatic welcome message or by registering for a newsletter. In the last phase (post-purchase reflection), the main thing is to build up loyalty among your customers. Customer satisfaction and the identification of future needs and problems of your customers are particularly important for this. The customer journey must therefore be designed proactively and individually for the customer even after the purchase.
Step 3: Storytelling is still important
The main goal of any ecommerce business is to increase sales and revenue. However, the key to a good story is seeing your brand, your products, and your customers for who they really are. Because your e-commerce business is not just selling a product, but also the solutions you can offer and the actual feeling your customers get from using your products. Through the way you tell your brand story, you build a stronger and honest brand that stays true to its values, fosters creative and engaging content, while differentiating itself from the competition.
Storytelling still plays an immensely important role. (Photo: Shutterstock/Jacob Lund)
Step 4: Future-proof through headless e-commerce
Headless eCommerce eliminates content silos and consolidates all content into a single content hub, also known as a headless content management system. Designed with the growing popularity of IoT in mind, the headless architecture prioritizes the simultaneous delivery of content across platforms. The biggest advantage of headless commerce is the ability to create the content once and use it anywhere.
Another important aspect of headless commerce is the separation of the content management system (CMS) and the e-commerce platform: Traditional e-commerce solutions such as Woo-Commerce or Magento are based on a monolithic architecture and take over both the frontend and the also the backend. But a growing number of e-commerce providers such as Big-Commerce or Shopify also offer a headless option with access to the shop's data via their API. This separation is often advisable, since a CMS and an e-commerce platform have completely different goals, each requiring its own area of expertise.
Storyblok goes one step further as a headless CMS provider by developing a content management system that is specially suited for e-commerce topics. It gives your developers the flexibility they need to build reliable and fast websites, while giving content creators without coding skills the ability to edit content independently from the developers.
Step 5: Automation for more creativity
That the right content is almost one of the most important things in e-commerce marketing is nothing new. However, many companies still struggle with the right content strategy and resort to uninspired copy-paste material. By first understanding the content lifecycle and implementing this into your core strategy, you can automate a significant portion of content creation tasks and reuse legacy content appropriately. The workload can be reduced so that you have more time for the creative, while the daily business can be taken care of by an AI.
As an e-commerce CMS, Storyblok ticks all the key boxes for a successful customer experience. Modular content blocks allow you to customize your content to any desired level. Additionally, Storyblok's focus on speed results in drastically reduced page load times for your customers. When it comes to personalization, Storyblok goes one step further and gives you internationalization features completely free of charge. Storyblok is used by eCommerce brands such as Happy Socks, adidas or Decathlon.
Curious? Then give Storyblok a try.
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